Digitalization has brought profound changes to the contemporary business landscape, revolutionizing traditional practices across industries. While a lot of research has examined these changes in the business-to-consumer (B2C) context, this study aims to shift its focus toward the relatively less explored business-to-business (B2B) domain. The scope of this dissertation is to understand how marketing activities and relationship management practices in B2B companies have been impacted by the introduction of new digital tools, and to what extent have these tools been integrated into the practices of the companies. This investigation is divided in two phases. The initial one involves an exhaustive review and analysis of existing literature within the field, and the second one, the collection and subsequent examination of empirical data acquired through semi-structured interviews and case studies. The findings of this study allowed to derive insights on how digital tools enhance the operations of B2B companies, yielding various advantages in their daily functions. However, unlike B2C businesses, the influence of human interactions remains essential, and digitalization, while impactful, does not entirely overshadow this fundamental aspect.
B2B MARKETING TRANSFORMATION: THE IMPACT OF DIGITALIZATION ON MARKETING AND RELATIONSHIP MANAGEMENT IN B2B SERVICES
Frigerio, erika, scheda scheda dc.
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Journal of Business & Industrial Marketing
ISSN : 0885-8624
Article publication date: 23 March 2020
Issue publication date: 19 June 2020
This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.
Design/methodology/approach
A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.
Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers.
Practical implications
The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.
Originality/value
Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.
- Literature review
- Digital marketing
- B2B marketing
Pandey, N. , Nayal, P. and Rathore, A.S. (2020), "Digital marketing for B2B organizations: structured literature review and future research directions", Journal of Business & Industrial Marketing , Vol. 35 No. 7, pp. 1191-1204. https://doi.org/10.1108/JBIM-06-2019-0283
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While a lot of research has examined these changes in the business-to-consumer (B2C) context, this study aims to shift its focus toward the relatively less explored business-to-business (B2B) domain. The scope of this dissertation is to understand how marketing activities and relationship management practices in B2B companies have been impacted ...
Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.,Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging ...
2.1. B2B marketing strategies. Companies' marketing activities begin with strategic planning (Nobre & Silva, Citation 2014).Different analyses, integration of various sources of information, and promotion of cooperation between employees and partners of the company are often used to prepare strategies (Homburg et al., Citation 2015).A company's marketing strategy is essential to create a ...